LPG Sensitization
MINISTRY OF ENERGYPerception change campaign, activation, events, mass media communication
360 campaign on LPG adoption in Ghana.
Challenge:
Increase Liquified Petroleum Gas (LPG) consumer market demand through consumer behavioral change and public awareness, to achieve 50% uptake target by the year 2030 from the 25% observed in 2019.
Insight:
In a typical Ghanaian neighbourhood, people knock on the door of their neighbours for assistance if they need something. The more people ask for that commodity, the more that neighbour feels the need to acquire it – realizing its benefit(s).
Idea:
Get Ghanaians to feel the need to acquire LPG by situating it in a common Ghanaian attitude which is to ask without shame when they do not have.
